Campaign Analysis enables Marketers to analyse their reports from the main Traffic or Campaign Sources such as Google Ads (including Search, Display and YouTube), Facebook Ads (including Instagram), LinkedIn Ads and Google Search Console. Factors also supports an API for an end user to upload spend or budget reports from other Traffic Sources such as Programmatic Ad Platforms, Bing and so on.
Unlike Funnels and Events Analysis which works on the standard data model of Factors, the data from each of the channels or sources follows a separate data model. This is required as reports from Google Ads may have metrics such as Search Impression Share and so on which may not be relevant for Facebook Ads. To make the Analysis easier for all paid channels, Factors has also introduced 'All Channels' which summarizes the common measures and dimensions across channels. We have also introduced the following standardizations in conventions such as
Adgroups in Factors includes Adgroup in Google and Adset in Facebook
Spend refers to actual spent on each channel which may be referred to as spend or budget in the channels
Some of the questions that Marketers can answer using Campaign Analysis include
What is the total spend, impressions and clicks across paid channels by Campaign Name?
What was the total spend, impression and clicks in Google where campaign name contains 'Brand'?
What is the distribution of the total spend on Google Search Network by the Quality Score of the keyword? Or by match type?
What is the trend in Click Through Rate for the various Adgroups?
Building a Campaign Analysis Report
What is the total spend in Google, by Adgroup for 'Competitor' targeted campaigns?
Step 1 : Select the Channel
In this case, the channel is selected as 'Google'
Step 2 : Select the Measures
In this case, the measure is selected as 'spend'
Step 3 : Apply suitable filters
In this case, campaign name contains 'Brand'
Step 4 : Apply group by conditions
In this case, group by 'Adgroup Name'
Click on 'Run Query' to get the report. User can edit the report and further add measures, filters or group by conditions